Gen Alpha loves eating McDonald's, watching YouTube and Disney+, and telling their parents what to buy at the store

• Generation Alpha is the most plugged-in generation of children yet, and they are developing strong brand awareness by age 9.
• 37% of Gen Alpha parents said their kids' favorite restaurant was McDonald's, handily besting second-place Chick-fil-A's 6%.
• The kids are also watching lots of YouTube, and asking their parents to buy stuff they see in stores.

They're not old enough to open their own checking account or drive to a store, but they are steering some important spending decisions — and companies are taking notice.